[Video] Data-Driven Attribution in Google Analytics 360

Attribution pervades much of the current discourse in the analytics community but remains mysterious for many of us. In this video, we take a practical approach to breaking down the basics of attribution in the Google Analytics interface and proceed to explore the algorithmic help provided by the data-driven attribution model in Google Analytics 360.

Topics include:

inadequacy of single-touchpoint attribution

Top Conversion Paths report

Model Comparison Tool

interpreting the Data-Driven attribution model

surprises and new perspectives from multi-touchpoint and data-driven attribution